Everyone knows that with a search campaign you get wasted clicks that don’t turn into conversions. Despite all your efforts of optimization in the keyword, ad copy, bidding, and landing page areas, most search marketers still end up with a significantly higher percentage of clicks that don’t convert as to those that do. Many advertisers look at those non-converting clicks as casualties in the fight towards covering the search market. However, if you combine your thought processes and analytics of your search and display campaigns, you will see there is a retargeting gold mine sitting right in front of you.
Here’s how it works. A consumer searches for something relevant to your business and they arrive at your website via a pay-per-click (PPC) ad. Then they choose, for any number of reasons, to not follow through with a conversion. Then they leave your site. Most often this would be considered as a wasted click and the story would be over. However, if the marketer drops a tracking cookie on the visitor’s computer, they can then offer up retargeted display ads to that person with the hopes of getting a conversion at a later date. Think of this in basketball terms. Your display campaign receives a pass from your search campaign, and scores a basket. Display gets the points and search gets the assist. The perfect Stockton-to-Malone pick and roll.
This process increases the chance for conversion from an otherwise abandoned click. It also means you can center most of your display ad budget on customers who, through their search activity, have proven to have interest in what you are selling. Not only does this aid your display campaign by spending more budget in that area, it also gives more viability to your search campaign as both a point of conversion and an initial touch point.
Ad agencies and ad networks all offer some sort of retargeting and the common reason for doing this is clear. Web users spend their time across the entire internet. Advertisers need to stay engaged with their customers across all channels. By keeping the conversation going from search to display, marketers will have the best chance of converting those so-called wasted clicks into proven conversions through a secondary channel.